Baby Boom NSK — E-commerce UX Audit & Redesign
User research–driven redesign focused on improving navigation, trust, and purchase flow for a baby products store.
Project overview
Baby Boom NSK is an online store specializing in baby products, primarily serving parents, relatives, and friends purchasing gifts.
The objective of the project was to improve usability, strengthen user trust, and simplify the purchasing journey through a research-driven UX audit and redesign.
The focus was on identifying friction points in navigation and product discovery, and delivering clear, structured design improvements.
My role & collaboration
I worked as a UX Designer, leading:
User research
Usability testing
UX audit
Interface redesign
Visual system refinement
I delivered structured UX recommendations and redesigned key screens.
Implementation was handled by the client’s internal team.
Due to budget constraints, not all redesign elements were fully implemented. However, redesigned flows were validated through usability testing.
Process
I conducted interviews with key user groups — primarily parents and gift buyers.
Usability testing revealed:
Navigation felt confusing
Filters were ineffective
Product information lacked clarity
Absence of reviews reduced trust
Product imagery did not feel authentic
These findings shaped all design decisions.
Based on research insights, the main usability gaps were identified:
Friction in product discovery
Inefficient filtering logic
Inconsistent visual hierarchy
Weak trust signals
The core challenge was not visual appearance, but clarity and guidance.
The redesign focused on three strategic goals:
Simplify navigation
Improved menu structure and reduced unnecessary steps.
Enhance product discovery
Redesigned filters for better precision and relevance.
Introduced a category carousel to support browsing behavior.
Strengthen trust & clarity
Added customer reviews and expanded product descriptions.
Created a more consistent visual system (typography, colors, UI elements).
Results
Outcomes
Following redesign validation and client feedback:
Users completed purchase tasks more easily during testing
Navigation flow became clearer and more intuitive
Cart abandonment behavior decreased
The overall perception of professionalism and trust improved
While full implementation was limited by budget, usability testing confirmed stronger task completion rates and improved user confidence.
Client Feedback
“We thought our website was working well… until we realized how much we were overlooking. Now everything feels smoother — and it shows in the business.”
— Yulia, Owner of Baby Boom NSK
Impact
The redesign went beyond aesthetics. It improved clarity, strengthened trust, and aligned the digital experience with the emotional needs of parents and gift buyers.
The updated UX positioned Baby Boom NSK as a more modern, coherent, and customer-focused brand.
